Branding@ the Digital Age: Herb Meyers and Richard Gerstman

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9780333947692: Branding@ the Digital Age: Herb Meyers and Richard Gerstman
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Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

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If branding and e-commerce have become two of the most overused terms in the contemporary business lexicon, it's only because the concepts behind them are as essential to modern corporate survival as any others in today's commercial bag of tricks. Branding @ the Digital Age, edited by Herbert Meyers and Richard Gerstman, looks beneath the clichés to show how these key processes can successfully intersect in the real world right now by presenting a dozen knowledgeable essays from individuals who concentrate daily on specific aspects of their ongoing convergence. The incisive articles include David B. Green of McDonald's International on shaping an image that is consistent both in-person and online; RedEnvelope Gifts Online's Hilary Bilings on developing long-term vision and long-range loyalty for Web brands; Vivienne Lee Bechtold of Procter & Gamble on the Internet and package goods; Greenfield Online's Rudy Nadilo on the benefits (and cautions) of online research; David Burwick of Pepsi-Cola North America on "interfacing with the consumer"; and Markforce Associates' Allan Poulter and Bird & Bird's Morag MacDonald on the legal aspects of online identity. A final piece, by Robert J. Herbold of Microsoft, looks toward "e-biz in the new millennium." Recommended. --Howard Rothman

About the Author:

ANDY BATEMAN Managing Director, Interbrand Interactive VIVIENNE BECHTOLD Director of I-Knowledge, Procter & Gamble HILARY BILLINGS Chairman, CMO, RedEnvelope CHARLES E. BRYMER Group Chief Executive, Interbrand Group DAVID A. BURWICK Vice President, Marketing, Pepsi-Cola Company DEBORAH CHAE President, Interbrand Interactive BOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett Packard DAVID B. GREEN Senior Marketing Officer, McDonald's International ROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft Corporation FREDERICK J. HOROWITZ President, NetGrocer.com RUDY NADILO President and Chief Executive Officer, Greenfield Online JONATHAN NELSON Chief Executive Officer, Organic ALLAN POULTER Managing Director, Markforce Associates

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Book Description Palgrave MacMillan, United Kingdom, 2002. Hardback. Condition: New. 2001 ed.. Language: English. Brand new Book. Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding. Seller Inventory # APC9780333947692

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Book Description Palgrave MacMillan, United Kingdom, 2002. Hardback. Condition: New. 2001 ed.. Language: English. Brand new Book. Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding. Seller Inventory # APC9780333947692

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